As phrases like “greenwashing” and “culture washing” become common criticisms, the disconnect between what companies say and what they do is under more scrutiny than ever. In business, the key to long-term success isn’t just having values – it’s living by them.
Businesses that live their values experience significant benefits. Research shows companies with strong, authentic cultures perform better across key metrics:
Higher employee engagement: Employees are keenly aware of the gap between what is said and what is done. If an organisation promotes a commitment to innovation but squashes creative thinking, or champions well-being but disregards work-life balance, employees may become disengaged, breeding frustration, which, over time, can lead to higher turnover, lower morale and diminished productivity.
Increased employee retention: According to a report by Deloitte, purpose-driven companies retain employees 40 per cent higher than their competitors. Employees are more likely to stay with organisations that authentically live by their values, as they feel a deeper sense of belonging and connection to the company’s mission.
Customer loyalty and brand trust: Trust is the foundation of any successful workplace. When promises are made without action, it erodes employee confidence in leadership, which also filters through to customers and stakeholders. it is incredibly hard to rebuild broken trust.
Enhanced innovation: Purpose-driven organisations are 2.3 times more likely to have employees who report that they are engaged in creative and innovative work, driving the company forward in meaningful ways.
By aligning actions with values, businesses create a ripple effect that influences employee satisfaction, customer loyalty, and overall performance.
How can other organisations walk the talk?
Value-led strategic approach: Get clear on what your key values are then integrate them into your business strategy. We started taking this approach at Brand Rebellion in 2024, aligning our strategic efforts with the core values that drive the company. We structured our 12-month tactical plan around them, with each season of the year focused on reinforcing one of the values in practice.
Recognising values in action: We also integrate values into how we recognise and celebrate each other’s efforts. Through our value-sharing initiative, team members regularly acknowledge when colleagues exemplify our core values, thus creating a culture of positive recognition and support.
Engaging employee value proposition (EVP): Feel free to get creative with your EVP, with initiatives that make work both engaging and rewarding. One example from our office is our innovative “Spin to Win” – every two months, a team member spins a wheel for prizes on behalf of the group. This not only keeps things fun but also reinforces our commitment to employee well-being and team bonding.
Flexible and hybrid working: While this won’t fit every organisation, our focus on flexible working empowers our team to balance professional responsibilities with personal lives, prioritising outcomes over hours logged. We come together in the office twice a week to collaborate, but the rest of the time, our team members manage their own schedules, focusing on deliverables rather than a rigid time structure to ensure our team thrives.
Health and well-being initiatives: Now more than ever, employers need to take well-being seriously. As Gold Members of the ACT Government’s Healthier Workplace Initiative, we’ve created a variety of practices aimed at mental and physical well-being.
Training and development: We’re deeply invested in the growth of our people. Every year, each team member sits down to map out their year ahead, with formal quarterly check-ins, aligning personal goals with professional development opportunities through our “BR Pro+” program. Continuous learning is a core principle, with access to LinkedIn Learning and sponsored professional courses to support skill-building.
When organisations align their actions with their values, they create a culture of trust, engagement and innovation. Whether through value-led strategies, innovative EVPs, or a commitment to flexibility and well-being, it’s possible to build a workplace where people can grow, excel, and feel genuinely connected to their work.
